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Gen Z Shoppers Slashing Holiday Spending by 23%

12/2/2025

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Summary

Story summary

Gen Z shoppers plan to cut holiday spending by 23% this year, favoring secondhand and handmade gifts over traditional luxury brands.
A survey shows 86% of Gen Z shoppers are more likely to buy secondhand gifts, citing financial constraints and a desire for unique items.
Retailers should emphasize sustainability and authenticity, while brands that engage Gen Z on TikTok with value-driven products are more likely to succeed.

History

Historical Context

The Great Recession, which officially began in December 2007 and ended in June 2009, was triggered by the collapse of the U.S. housing bubble and the subsequent subprime mortgage crisis. This global economic downturn led to a 3.8% decline in consumer spending and a surge in thrift shopping, as 86% of consumers sought affordable options, a trend that continues today with Gen Z's focus on sustainability.

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Story summary

Gen Z shoppers plan to cut holiday spending by 23% this year, favoring secondhand and handmade gifts over traditional luxury brands.
A survey shows 86% of Gen Z shoppers are more likely to buy secondhand gifts, citing financial constraints and a desire for unique items.
Retailers should emphasize sustainability and authenticity, while brands that engage Gen Z on TikTok with value-driven products are more likely to succeed.

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